/dotcom-secrets

name: dotcom-secrets
description: "Build high-converting sales funnels using Russell Brunson's proven framework Use when: **Launching an online product** and need a complete funnel strategy; **Converting cold traffic** into paying customers systematically; **Increasing customer lifetime value** through value ladder design; **Writing sales pages, webinars, or email sequences** with proven scripts; **Reverse-engineering competitor funnels** to model what works"
license: MIT
metadata:
  author: ClawFu
  version: 1.0.0
  mcp-server: "@clawfu/mcp-skills"

DotCom Secrets - Sales Funnel Mastery

> Build high-converting sales funnels using Russell Brunson's proven framework

When to Use This Skill

• **Launching an online product** and need a complete funnel strategy
• **Converting cold traffic** into paying customers systematically
• **Increasing customer lifetime value** through value ladder design
• **Writing sales pages, webinars, or email sequences** with proven scripts
• **Reverse-engineering competitor funnels** to model what works

Methodology Foundation

| Aspect | Details | |--------|---------| | **Source** | DotCom Secrets (2015, updated 2020) | | **Expert** | Russell Brunson - Co-founder of ClickFunnels | | **Core Principle** | "The business that can spend the most to acquire a customer wins" - build a value ladder that maximizes customer lifetime value |

What Claude Does vs What You Decide

| Claude Does | You Decide | |-------------|------------| | Structures production workflow | Final creative direction | | Suggests technical approaches | Equipment and tool choices | | Creates templates and checklists | Quality standards | | Identifies best practices | Brand/voice decisions | | Generates script outlines | Final script approval |

What This Skill Does

This skill transforms your approach to online sales by replacing scattered marketing tactics with a systematic funnel architecture.

Instead of driving traffic to a generic website, you'll create focused conversion paths that: 1. Capture attention with irresistible "bait" 2. Convert visitors into subscribers (traffic you own) 3. Qualify buyers with low-ticket offers 4. Ascend customers through increasingly valuable offers 5. Maximize lifetime value with backend products

The result: predictable customer acquisition costs, higher profit margins, and the ability to scale through paid advertising.

How to Use

Prompt Examples

Design a complete sales funnel for my [product/service] targeting [audience].
Include the value ladder, funnel type selection, and page sequence.

Write a Soap Opera email sequence (5 emails) to nurture new subscribers
for my [business type]. Use the DotCom Secrets framework.

Create a Perfect Webinar script outline for selling my $997 [course/program]
to [target audience]. Include the 3 secrets structure.

Analyze this competitor's funnel and suggest improvements using
DotCom Secrets principles: [URL or description]

Design order form bumps and upsell sequence for my [product]
to maximize average order value.

Instructions

Step 1: Define Your Secret Formula

Answer these four questions before building any funnel:

**1. Who is your dream customer?**

• Demographics, psychographics, behaviors
• Their hopes, fears, struggles, desires
• Create a vivid avatar with a real photo

**2. Where do they congregate?**

• Facebook groups, forums, podcasts
• Influencers they follow
• Newsletters they read
• Search: "keyword + forum"

**3. What bait will attract them?**

• Free report, ebook, webinar, quiz
• Must match their specific desires
• Valuable enough to exchange email

**4. What result will you deliver?**

• Focus on transformation, not features
• Specific, measurable outcomes
• The "after" state they desire

---

Step 2: Build Your Value Ladder

Design offerings at each price tier:

BACKEND ($2,000+)
├── Done-for-you services
├── High-ticket coaching
├── Mastermind groups
├── Live events
│
MIDDLE ($100-$2,000)
├── Online courses
├── Group coaching
├── Workshops
├── Software subscriptions
│
FRONTEND ($7-$97)
├── Ebooks
├── Mini-courses
├── Templates
├── Low-ticket offers
│
BAIT ($0)
├── Lead magnets
├── Free webinars
├── Quizzes
├── Free + shipping offers

**Rule**: Each step provides 10x more value than the previous.

---

Step 3: Select Funnel Type

Match funnel to traffic temperature and price point:

| Traffic | Price | Funnel Type | |---------|-------|-------------| | Cold | Free-$47 | Free + Shipping, Tripwire | | Cold/Warm | $47-$97 | Self-Liquidating Offer (SLO) | | Warm | $100-$2,000 | Webinar, VSL | | Warm | $200-$2,000 | Product Launch | | Hot | $2,000+ | Application + Phone |

---

Step 4: Create Funnel Pages

**Frontend Funnel Structure:** 1. **Ad/Traffic Source** → 2. **Squeeze Page** (collect email) → 3. **Sales Page** (frontend offer) → 4. **Order Form** (with bump) → 5. **OTO 1** (upsell) → 6. **OTO 2** (upsell/downsell) → 7. **Thank You Page** (next funnel teaser)

**Key Elements per Page:**

• ONE clear goal per page
• Hook in headline
• Story that builds connection
• Irresistible offer with Stack
• Urgency/scarcity
• Clear CTA

---

Step 5: Write Email Sequences

**Soap Opera Sequence (New Subscribers):**

| Day | Email | Purpose | |-----|-------|---------| | 0 | Set the Stage | Welcome, set expectations | | 1 | High Drama | Start with exciting moment | | 2 | Epiphany | Share breakthrough discovery | | 3 | Hidden Benefits | Unexpected advantages | | 4 | Urgency + CTA | Create deadline, ask for action |

**Daily Seinfeld Emails (Ongoing):**

• 90% entertainment, 10% content
• Share daily observations/stories
• ALWAYS tie back to an offer
• Keep Attractive Character top of mind

---

Step 6: Apply Sales Scripts

**For Low-Ticket (Who/What/Why/How):** 1. Who you are 2. What you're offering 3. Why they need it 4. How to get it 5. Address "the catch" 6. Add urgency 7. Guarantee 8. Recap

**For Mid-Ticket